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Topic outline

  • Overview of Strategic Marketing

  • The Marketing Environment

  • Marketing in International Markets

  • Consumer Buying Behaviour

  • Organisational Markets and Buying Behaviour

  • Marketing Research and Information Systems

  • Segmenting Markets, Targeting and Positioning

  • Product Decisions

  • Branding and Packaging

  • Developing and Managing Products

  • The Marketing of Services

  • Marketing Channels

  • Wholesalers and Distributors

  • Retailing

  • Physical Distribution

  • An Overview of Promotion

  • Advertising, Publicity and Sponsorship

  • Personal Selling, Sales Promotion and Direct Mail

  • Pricing Concepts

  • Setting Prices

  • Marketing Mix for Different Markets

  • Marketing Strategy and Competitive Forces

  • Marketing Planning and Assessing Sales Potential

  • Implementing Strategies and Measuring Performance

  • Marketing Ethics and Social Responsibility